A Greenwich private equity fund with operations in Stamford has made its third purchase of a Nestle USA business in the past 14 months and the sixth in its 30-year history.

Greenwich-based Brynwood Partners VII made the purchase of Juicy Juice through a newly formed business, Harvest Hill Beverage Co., and hired Sal DePrima, who has held senior roles at Mott's and Cadbury Schweppes, as president and CEO to operate the business.

Terms of the deal were not disclosed.

Juicy Juice, a 37-year-old brand, is recognized as a pioneer brands in the 100 percent juice category, according to Henk Hartong III, senior managing partner of Brynwood Partners.

"We look forward to bringing renewed focus and attention to this great brand that has, and continues to hold, a special place with families over many generations," said Hartong, adding that a goal will be to leverage the brand's nutritional and wellness attributes.

Harvest Hill, which expects to announce its management team in the coming weeks, will be based in Stamford.

"We will staff a full organization. It will be very similar to the two other Brynwood-owned companies based in Stamford," Hartong said. "High Ridge Brands, owner of Zest, Alberto VO5, Rave and White Rain employs over 35 people. Newhall Labs, owner of LA Looks, Soft N Dri, Dep, is also based in Stamford and employs 20 people."

Brynwood, which has a reputation for acquiring brands that have experienced downturns and turning them around, acquired Joseph's Pasta Co., last December and Bit O' Honey in April from Nestle, as well as Flipz chocolate pretzels in 2003.

Purchased by Nestle in 1986, Juicy Juice has seen its market share fall from 4.6 percent in 2011 to 3.9 percent, according to the Wall Street Journal.

Hartong said annual sales of Juicy Juice are about $275 million, slightly more than half of sales recorded in 2007.

"Juicy Juice is made by third-party manufacturers. The brand does not operate any facilities, but it does own much of the equipment used to manufacture its products," Hartong said. "No employees were transeferred with this transaction."

Nestle decided to sell Juicy Juice so it could focus on growing core strategic brands in Nestle USA's portfolio, while de-emphasizing or divesting less strategic ones, said spokeswoman Hanna Coan.

"We anticipate a small number of employee layoffs over a period of time," she said. "We will work to move potentially impacted employees into open positions wherever possible based on business needs and individual qualifications."

Juicy Juice is a small part of Nestle's business, but Brynwood can focus on it and put resources into it, said Roger Aguinaldo, publisher of M&A Advisor, calling Juicy Juice a languishing brand.